Scribd
Upload
263 views15 pages

Saint Juice Distribution Strategy

Parle Agro is launching a new 100% fruit juice called Saint Juice in the growing Indian fruit juice market. Saint Juice will be positioned as a premium juice containing only fruit and no added sugars or preservatives. It will be distributed initially in major cities and metro areas through partnerships with distributors, retailers, and franchises. The goal is to expand distribution to smaller tier 3 cities over time. Parle Agro will promote Saint Juice heavily through TV advertisements and on-ground sampling. The company expects sales of Saint Juice to grow rapidly and help increase Parle Agro's overall annual turnover to Rs. 30 billion in the next two years.

Uploaded by

Leaf04
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
263 views15 pages

Saint Juice Distribution Strategy

Parle Agro is launching a new 100% fruit juice called Saint Juice in the growing Indian fruit juice market. Saint Juice will be positioned as a premium juice containing only fruit and no added sugars or preservatives. It will be distributed initially in major cities and metro areas through partnerships with distributors, retailers, and franchises. The goal is to expand distribution to smaller tier 3 cities over time. Parle Agro will promote Saint Juice heavily through TV advertisements and on-ground sampling. The company expects sales of Saint Juice to grow rapidly and help increase Parle Agro's overall annual turnover to Rs. 30 billion in the next two years.

Uploaded by

Leaf04
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 15

Distribution Strategy of Saint Juice

Presented by Group 5
Foods & Beverages (Retail Sector)
Fruit Juice Market in India
Rs. 500 crore packaged fruit drink market,
growing @20~25% Annually.
Tropicana & Real- Market leaders, 40% share.
Packaged fruit juice- “Social drink”,
“Anytime beverages”, “Health drink”.
Flavour Preferance- Orange, Apple, Sweet
orange, mixed fruit.
Per capita consumption estimated at 200ml.
Summers accounts for 65% of annual sales.

Source: Indica Market Research Agency.


Market Segmentation

Content Real fruit drinks


●

●
Synthetic fruit drinks

Fruit Pulp ●
(Juices) Pulp content > 80% eg. Onjus, Real,
Tropicana
(Nectar) 40% < Pulp content < 80% eg. Life, X’s
content
●

●
(Drinks) Pulp content < 40% eg. Frooti, Jumpin

Benefits to ●
Health conscious
Thirst Quenching
consumer
●
Challenges: Threat of substitutes

The “Sip War”


Soft-drinks(carbonated & non-carbonated).
Flavoured Milk.
Mineral water.
Milk products such as Lassi, buttermilk.
Consumer buying pattern
Small Packs- convenience, on-the-way
consumption.
Large Packs- Take home, price conscious.
Availability (shelf space) & brand
awareness.
Predominant consumer age < 30years.
Low brand loyalty- same taste.

Key: Availability in right


size at right place
About Parle Agro
Parle Agro has annual turnover of Rs.8.5
Billion that is expected to touch Rs.30
Billion in next 2 years.
Mission- “Refreshing India”
First to introduce Tetra Packs in India.
First to introduce fruit drinks in PET
bottles.
Beverages: Portfolio
 Frooti- mango drink launched in 1985 in
tetra pack, market leader in its segment
(75% in its category)
Appy Fizz & Grappo- Aerated drinks in
champagne shaped PET bottles.
N-joi (Milk based drink)
LMN- Non carbonated, real lemon juice,
goodness of vitamin C.
Existing Distribution Network
Direct Distribution network:- Own fleet
plying between factory & outlets. In
Mumbai fleet of 50 owned trucks.
Franchise network:
◦ Mineral Water 18 franchise.
◦ Other beverages 11 franchise.
Saint Juice: The Product
Positioning: 100% pure juice with no
added preservatives, flavours and sugar.
Target Market segment: Health conscious
consumers.
Tag line- 100% Juice, nothing else.
3 Flavours: Orange, Grape, Mixed Fruit
Available at 1ltr & 200ml SKU’s.
Saint Juice: The Product
Positioned as premium juice with 100%
fruit content.
Competitors- Dabur’s Active, Pepsico’s
Tropicana.
Pricing:
Flavour\ Pack 1 Litre 200ml
Orange, Grape Rs. 95 Rs. 20
Mixed Fruit Rs. 100 Rs. 22

Promotion: TV advertisement.
Saint Juice: Distribution Strategy
Metros, Mini-metros and top 3 cities of
every state.
Point of purchase:-High locality
Supermarkets, Hyper market and self-
service stores.
Point of consumption:- Multiplexes,
hotels, restaurants.
Saint Juice: Distribution Strategy
Manufacturing @ Hyderabad Factory

Stockist/
Franchise Agent
Distributor

Retailer

End User
Results
Sales have jumped 80 per cent.
Activation has seen as much as 95 per
cent conversion for the brand!

Future Plans
The Rs 8-crore campaign will also have an outdoor
component and will be backed by on-ground
sampling.
Expansion to Tier 3 cities.
Parle Agro Retail Barometer: Backbone
of PA’s marketing structure.
Information gathering network monitoring sales at
approximately 21,000 outlets among 300 towns in the country.
Gives a monthly indication of outlets covered by the
distribution network, simultaneously identifying strong and
weak zones.
Stock and display levels of the company's brands as well as
competitive brands are determined for each monitored outlet.
Corresponding sales figures are tracked on a daily basis, as is
off take speed- helps in calculating the average time spent by
the products on the shelves.
Advantages: optimal inventory, guaranteeing movement of
only the freshest stock & quick response.
Cheers!

Thank You

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy